The sweet brand has secured listings in Asda and is in conversations with other retailers ahead of an expected wider rollout. It is also sold in Planet Organic.

Goody Good Stuffs' point of difference to rivals is that it claims to be made using only all-natural ingredients, and a plant-derived bio-gum that alleviates the need for meat-based gelatine.

It is positioned as a mainstream product that benefits from being certified vegetarian and vegan, and has been approved by the Vegetarian Society.

The range consists of eight flavours: cheery cherries; strawberry and cream; cola breeze; sour fruit salad; tropical fruit; koala gummy bears; summer peaches; and sour mix and match.

The range is sold in 100g snack packs, with a retail price of between 99p and £1.49.

Mellisa Burton, director of Goody Good Stuff, said: "Although there are many conflicting opinions on the risks of gelatine made from animal by-products, for me it simply comes down to the fact that if consumers have choice between a great-tasting sweet made from natural ingredients, or one packed with artificial flavours and gelatine made from bones, sinew and other animal by-products.

"I'm confident they will make the Goody Good choice."

According to Nielsen, sales of Haribo hit £78.4m in the year to October 2009, ahead of Rowntree's gums and jellies, at £75.1m.

The launch of Goody Good Stuff is being supported by a PR campaign, sampling and a new website.

This article was first published on marketingmagazine.co.uk